Corporates eye better returns from football

Cricket might be losing some of its lustre after India's shocking ouster from the World Cup. But, the loss for cricket could soon become football's gain as Priyaranjan Dasmunsi, president of the All India Football Federation (AIFF) is roping in the country's top corporations""Sunil Mittal's Bharti group, Subhash Chandra's Zee group and ITC Ltd""to revive the sagging graph of Indian football.

Dasmunsi, who is also the I&B minister, recently invited ITC chairman Y C Deveshwar, Mittal and Chandra for a meeting honouring Joseph S Blatter, president of FIFA""the boss of the globe's most powerful football body. The meeting discussed the ways by which Indian football could move forward.

The Confederation of Indian Industry (CII) is already working out a blueprint, earmarking areas in football where corporations could get involved with the game by making long-term investments.

The Bharti group""which is expected to make an announcement soon""is looking at investing anything from Rs 50 crore to Rs 100 crore in the game which could include funding sports academies, sponsorship of football teams and supporting talent search for budding players.

Sources say the move is in sync with Bharti's telecom brand strategy. Says a top source: "In telecom, a large market exists among 6-16 year olds and they connect to football. Also in rural India-which is the next big market for phones-no other game can connect to the people than football. So it makes sense".

ITC Ltd, which has not yet firmed up its football foray, is waiting for CII to create a blueprint but is keen to put money in the game. "We already are associated with various sports and surely see an opportunity in branding and advertising associated with football. We are waiting for CII to come out with its suggestions" says Y C Deveshwar chairman of ITC Ltd.

Zee supremo Chandra has committed to Dasmunsi that he will bring in media and telecom companies to sponsor football teams and academies. Zee already broadcasts the National Football League on its sports channel.

Says Asish Kaul vice-president of Zee group: "At the moment a lot of PSUs and oil companies like ONGC, Gulf Oil have put money in football but services companies like media and entertainment have stayed away. Chandra will pursue them to come forward".

CII has identified some key areas were corporates can put in their money in football-these include setting up of academies, sponsoring football teams(like JCT and Mahindra& Mahindra have done), identifying new talent, bringing in international football teams to India, medical facilities amongst others. Says S C Bhuiyan of CII "We are looking at areas of private-public participation in football."

The AIFF is also working with a new zeal""discussions are on with industry associations as well as corporate bodies on to what they can offer.

Says Alberto Colaco secretary of the association: "We are looking at all areas from national team development, youth programs, academies and encouraging corporates to build their own branded football teams or even a takeover of some of the clubs in the country which would give them mileage".

Corporations have been involved in football for a while but these have been individual efforts.

The Tatas established a Football Academy in 1987 and have churned out top footballers for the country. Vijay Mallya's Kingfisher has bought over the East Bengal as well as Mohun Bagan clubs- the premium clubs of the country based in Kolkatta. Companies like Mahindra& Mahindra, Salgaoncars and JCT Ltd have had their own football teams for a long while.